Polygon, Africa’s largest aggregated programmatic digital out-of-home (pDOOH) publisher network, has launched Nigeria’s first full-scale Display & Video 360 (DV360) campaign, marking a significant milestone in the growth of data-driven outdoor advertising across the continent.
The campaign, currently running across Lagos, was executed for Schweppes and represents the first large-scale use of a Google-based enterprise media buying platform for pDOOH advertising in Nigeria.
Key Highlights
- Polygon launches Nigeria’s first full-scale DV360 outdoor campaign
- Schweppes campaign deployed across strategic Lagos locations
- Over 500 dynamic ad creatives tailored to local environments
- Campaign uses geofencing and data-driven outdoor advertising
- Polygon expands pDOOH presence across major Nigerian cities
The campaign marks Polygon’s first fully executed large-scale deployment in Nigeria following a series of pilot test runs within the market.
At the core of the campaign is a dynamic creative optimisation strategy that generated more than 500 unique advertising variations customised to billboard locations and nearby retail outlets.
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Consumers are served location-specific messaging directing them to nearby Schweppes stockists, with advertisements dynamically referencing store names and proximity to enhance engagement and drive consumer action.
Speaking on the development, Remi du Preez described the campaign as a major step forward for digital outdoor advertising in Africa.
According to him, the project demonstrates the transition from static advertising to more responsive and locally relevant communication powered by data and automation.
The campaign is currently active on digital screens positioned across high-traffic roadside locations in Lagos. Polygon said its infrastructure enabled geofencing around retail locations within defined distances from each billboard, ensuring context-specific messaging delivery.
The rollout also featured one of West Africa’s largest digital billboards, a 600-square-metre large-format display aimed at boosting brand visibility and audience reach.
Du Preez stated that the success of the campaign proves that Nigeria’s outdoor advertising ecosystem can support geo-targeted, data-driven campaigns comparable to those in more mature global markets.
He added that growing advertiser interest is expected to accelerate further adoption of programmatic digital outdoor advertising across Nigeria.
Polygon disclosed that it currently controls access to a significant portion of roadside digital out-of-home inventory in major Nigerian cities, including Lagos, Abuja, Port Harcourt, Ibadan, and Kano.
The company said the latest development aligns with its broader strategy to build a unified digital out-of-home advertising ecosystem across Africa, giving advertisers a single platform for accessing fragmented but rapidly evolving outdoor media markets.
Industry observers believe the campaign reflects the increasing convergence of technology, location intelligence, and advertising performance measurement within Africa’s digital media sector.
